When writing direct mail it is vital that you understand what direct mail is and how is intended to work. Direct mail is in essence a written brochure with a twist. It is a form of direct-response advertising, but unlike other printed ads it has the added goal of asking the reader to follow a specific call to action (such as send a reply card, visit a website, call you back, use a coupon, etc.). One of the most common forms of direct mail is a personal letter. Writing a direct mail letter may sound very simple, but this is hardly the case. Sales letters are one of the most complex and least understood of all direct mail.
If your first sentence does not hook the reader they will toss it aside before they ever get to your message. If the call to action is not clearly stated your response rate will suffer. As a guide for those taking on the task of direct mail advertising, I have provided the following top 15 tips for how to write a direct mail sales letter:
1.) Your message must match the audience
If your message (and your letter should have only one main theme) does not meet the needs of your recipient, don’t be surprised if your letter fails to drive anyone to act.
2.) Get directly to the point
Never begin your letter with fluffy introductions or general information – you will loose your reader within seconds. It is of critical importance that you hook the reader with the first line of your letter.
3.) Lay out your entire message in the first paragraph
Like writing for a newspaper, you must understand that many people will not go beyond the first paragraph. The first paragraph must summarize your entire message in just a few lines. If a person only reads the first paragraph of your letter you want to ensure your message was received.
See full article at: Tips for Writing Direct Mail Marketing Letters |.
One Response
I agree: it’s important to know and cater to your audience as a direct mailer. If you don’t know your demographics, you won’t be able to write compelling copy. It’s a tough balance, but it can make or break the situation. Thanks for sharing these tips with us!